I read that the Lincoln Motor Company has decided that maybe the alphabet soup of car models doesn't fit the new Matthew McConaughey vibe on which they have embarked. (See http://www.thedetroitbureau.com/2015/04/lincoln-continental-may-push-brand-to-give-up-mk-names/). Or, maybe it is just that they really like the way people have received the resurrection of the Continental sub-branding.

Or maybe the MK lineup (sexy isn't it?) is here to stay as one would believe in this recent comment from Lincoln President Kumar Galhotra, “The MK strategy is building equity. But the Continental and Navigator names have a lot of brand equity and will be the only models to use traditional names." Clear and unequivocal. I nominate that as the brand equivocation statement of the month.

Well, that's a lot of "Or maybes" and I do not think such confusion serves the Lincoln brand well. My opinion is that the Euro-alpha-numeric hodge-podge that has permeated auto name plates for years has worked well outside of its value structure somewhere beyond the 911, or maybe the Z, either 240 as in Datsun or 28 as in Camaro. I'd even give you GTO. But, we have seen a plethora of these "stock number" name plates for years now and it seems to have all come to rest ridiculously in the Lincoln naming scheme... MKZ, MKX, MKC, Lincoln, Navigator... as being the epitome of confusion.

So, I for one vote that the Lincoln Motor Company (or should that be LMC?) return to the exotic car naming scheme of years past when Lincoln was the cut above.

I also nominate these SNL parodies as a possible pool-out of the current MM campaign:

For what its worth, when SNL creates not one, not two, but three parody spots to gore your ox, I think the truth has emerged and it may be a truth that doesn't bode well.

In the grand scheme of things, brands are simply what we believe they are and first and foremost they must be likeable!